How to succeed with your content in 2019: use video
Established brands work hard to make communication that stands out. They possess expertise and interesting insights but do not always have the knowledge to properly reach out with them. One effective way to catch your audiences’ attention is by using video. In fact, 55 percent say they pay more attention when they watch a video instead of reading a text or seeing a picture. And investing a video format is strategically the right way to go – 85 percent of consumers want to see more video content from advertisers.
Video as a format can help you reach your set goals. It can make complex facts easily understandable through infographics and animation. Or push sales with an inspirational product preview. But above all, it can enhance you brand likability through storytelling. But how do you produce video content that is interesting? Here are five handy tips:
1. SEVERAL TARGET GROUPS – SEVERAL VIDEOS
A common trap that many fall for is that they try to produce content that suits all recipients. Unfortunately, very few videos can achieve that. Since algorithms today determine what content should be displayed to us on our feed, we have become pickier on what engages us. A video that is somewhat irrelevant risks getting hidden and removed from the feed by the viewer, which is ultimately devastating for the content’s general reach. Instead, invest in producing one video for each target group and customize the message to meet the interest of each specific group. The best content is not forced upon its viewer. Instead, it shares value.
2. COMMUNICATE WITHIN A MICRO MOMENT
During 2018 we checked our mobile phones an average of 150 times a day. We use our phones during so-called “micro moments” as a way for us to get a slight dopamine kick. Whether it being standing on the escalator, waiting for the elevator or standing in line to pay for goods. Can you register a message within six second, as short of a time as it takes to unlock your front door or pour yourself a cup of coffee? According to Facebook, that’s exactly what you are doing, and you don’t have the patience for more, given the fact that the choice of engaging with brands is not yours to begin with. Therefore, they recommend videos as short as six seconds in order to push sales and 15 seconds to highlight product benefits and information.
3. MAKE A GOOD FIRST IMPRESSION
We may be willing to consume a video for six seconds. However, it takes only one single glance to decide if the video is worthwhile. In social media, making a good first impression is as important as in real life. Start out with interesting graphics or messages to clarify what the video is about. If a certain person, product or brand is an important component, you should show them as early as possible in order for people to remember them.
"SINCE ALGORITHMS TODAY DETERMINE WHAT CONTENT SHOULD BE DISPLAYED TO US ON OUR FEED, WE HAVE BECOME PICKIER ON WHAT ENGAGES US."
4. USE BOTH TEXT AND SOUND
The majority of videos on social media are viewed without sound. Make sure to add subtitles to any speeches for those who scroll without sound. But do not remove the sound completely. A silent video may seem less interesting for someone who actually has the sound turned on.
5. DON’T FORGET TO BOOST YOUR POST
According to a myth, good content does not need boosting, and it’s partially true. You want to avoid the rather common situation where your content only engages your inner circle and staff at the company. Nowadays, Facebook has chosen to favor posts from friends over brands. Therefore, you need to give your video content an extra push to increase its reach. That is nothing to be ashamed of. If the video truly is good, a small amount invested in boosting the post could be all it takes for it to go viral.
MARIA KARLBOM, ART DIRECTOR & HEAD OF DIGITAL